Kitsch can be tasteful

Beverage Brands has launched a new sparkling perry drink to appeal to female RTD drinkers who fancy something a bit different ­ and a little less sweet. Kitsch (7.5% abv) is made from 90% pear and 10% apple juice, and comes in 250ml bottles featuring a bold leopard-skin design. The high pear juice content gave it a smoother, drier taste compared to other RTDs, the company said. It is targeted at women aged 18 to 35 ­ "from office workers to students". "The typical Kitsch drinker is independent, single and is the first to discover new looks and brands, and she'll regularly buy things on impulse," said marketing director Karen Salters. Brand manager Richard Coles said: "Part of the complaint with RTDs is that they are too sweet. Kitsch is a lot more refreshing and will cleanse the palate." As well as RTD drinkers, Kitsch ­ which will be supplied with branded straws ­ is aimed at wine drinkers looking for a change. Salters added: "We are tapping into a latent desire amongst female drinkers for something different. "Most people won't be able to afford single-serve Champagne, but with Kitsch we are bringing it to the masses." Beverage Brands hopes the drink will tap into the current craze for "all things kitsch". "The word [Kitsch] is becoming more and more used," said Salters. "It has popular sentimental appeal, but doesn't take itself too seriously. "When we researched Kitsch amongst consumers, nine out of 10 females said they liked the idea." The release is supported by point-of-sale promotions around the theme "I love Kitsch". Kitsch is being phased into the on-trade from this month, at an RSP of about £2.50 to £3.